Bikram Yoga: Doing Yoga the McDonald’s Way?



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Code : BSM0013

Year :
2004

Industry : Health Care

Region : USA

Teaching Note:Available

Structured Assignment :Available

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Abstract: Yoga, a traditional Indian approach to physical fitness, mental peace and spiritual bliss, has been in the public domain for more than five thousand years. The 20th century witnessed the rise and spread of Yoga in several forms and styles, around the world. Especially in the US, the popularity of Yoga turned it into a multimillion dollar business. It raised concern when one such style - Bikram Yoga - sought copyrights and set forth a franchising business model.

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Pedagogical Objectives:

  • To discuss the controversy about Bikram Yoga in the wake of its protection as an intellectual property
  • To discuss the issue of commodification and commercialisation of Yoga

    Keywords : Bikram Yoga; Bikram Choudhury; Yoga in America; Intellectual property rights; Sun Valley conference; Corporate Strategies Case Study; Copyright protection; McDonald's franchising model; Commodification; Commercialisation; Brand strength; Patanjali's Ashtanga Yoga; Alternative health treatment; Patents and trademarks

    Contents :
    » YOGA
    » 'YOGA IN AMERICA'
    » DOING YOGA THEMCDONALD'S WAY?


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